Snack food brand Rustlers is running a nationwide sampling campaign for its recently-launched Gourmet burger range.

Rustlers Gourmet ‘Classic’ Burgers and ‘BBQ’ Burgers both feature in the campaign which will run until the end of this month August, sampling and couponing tens of thousands of consumers.

Rustlers’ Marketing and Business Development Director Adrian Lawlor says: “In research, the Rustlers Gourmet range has proven itself to be a great proposition. When we blind test vs. the big high street gourmet burger brands, Rustlers Gourmet performs remarkably well. Our key marketing challenge is driving trial and awareness – mass sampling gives us the ideal platform to deliver this.”

The sampling activity, which includes store and office-based sampling, will be backed by a wide-ranging social media and PR campaign, heightening shopper awareness and demand and reinforcing Rustlers’ ‘Great Taste, Great Beef, Always’ brand positioning.

Rustlers is owned by Irish food company Kepak Group, which has an annual turnover in excess of €950m and employs 3,000 people with offices and manufacturing facilities in 12 locations across Ireland and England.

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Kepak Convenience Foods has launched its biggest ever sampling campaign, backed with a brand-building, money-off coupon drive, under the slogan #FLAMINTASTY.

The initial £350,000 investment will target both gatekeepers and consumers, reaching almost 1.5 million people in its first phase.

Marketing activity includes store, student union and shopping centre sampling. In addition, money-off coupons will be targeted at students, complemented by a door drop that will reach more than 300,000 households.

Consumers will also be engaged by SMS mobile phone messaging, directing them to their nearest Rustlers stockist, with radio advertising and extensive social media activity also playing a key role in reaching consumers.

Kepak is also creating impact in-store with dedicated #FlaminTasty POS across all retail channels, boosted by cash & carry demonstration days to heighten retailer awareness.

Stuart Meikle, Channel Director for Kepak Convenience Foods, says: “We’re so confident in the flame-grilled taste and quality of the Rustlers range that for the first time ever we’re offering consumers a money-back guarantee if they’re not completely satisfied.”

Meikle adds: “#FLAMINTASTY marks the start of a sustained campaign to improve the perception of Rustlers amongst people who’ve never tried the product. Trial on this scale is one of the keys to achieving Rustlers’ growth potential as the vast majority of consumers who try the brand really like the flame-grilled taste and then go on to buy it.”

The #FLAMINTASTY campaign starts in the North East TV region in mid-February and will roll out across other regions.

The campaign has been created for Kepak by Blue Chip Marketing.

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